Building on the notion that culture is a value in its own right, the international cultural relations of the EU should strengthen awareness of the vital role of culture and its positive socio-economic effects, which address important issues and challenges at global level. A strategic step-by-step approach to international cultural relations followed by concrete actions for its implementation is necessary. Such an approach should entail a bottom-up perspective, encourage people-to-people contacts and promote intercultural dialogue. Full complementarity with Member States' actions and actions carried out by the Council of Europe and UNESCO has to be ensured.